Project Summary:
With the ReLaunch of Yankee Candle's visual brand language, came the need for refreshed consumer outreach across all digital platforms. With DTC email marketing pulling in most of today's consumer spending, creating eye-catching, high performing emails while aligning with new brand visuals was integral to succeed.
My Role:
Only weeks after the soft ReLaunch, the team was ready for a hard launch with me joining the team right in time. From learning a new brand identity in only a few days to executing marketing emails on a day to day basis, it demanded consistency, a keen eye for detail, and a lot of collaboration. Working alongside marketing, brand, activation, stakeholders, and other creatives throughout the process. Receiving sale data next day and delivering pivots based on results for continued growth was a non-stop with an email going out everyday if not more. Along with creating emails, aligning them with homepage designs and promotions, along with store, and print media to creative a cohesive brand look.
DTC Email Marketing Design
Cross-Functional Collaboration
Sales Driven Campaigns
Brand Style Guide
Cross-Functional Collaboration
Sales Driven Campaigns
Brand Style Guide
Eye-Catching Visuals to Color Stories:
With the constraints of small file emails and video restrictions, creativity of how to create movement to catch the eye of a fragrance lover in gifs became a constant. Working with our motion designer to create more complex movement to thinking outside the box on how to make a simple gif look like a video became part of the fun.
Part of building the layouts to these emails was choosing promotion based, educational based, or a combination of both. Focusing on a color story or fragrance story helped pull people to scroll and see connections across multiple promotions, fragrance education, and brand identity. Bringing the viewer into a space or moment where the products can lead.
To see more ways me and other creatives are building Yankee Candle emails to build a cohesive brand story across seasons, promotions, and fragrances; see Yankee Candle's log of some past emails on Milled.com. To see how this new ReLaunch looks on web, see this page for some of my Yankee Candle Homepage work.
